The 'spirit'of things matter

Perceptions matter, however you may want to dismiss them. Organisations, especially those under great public scrutiny, have a lot to lose if perceptions are left unmanaged. A particular group may possess a spectacular track record and sparkling ideals, but if the public is only aware of them because of a single controversial line made by a group member, public support for them will be few and far in between.

The crafting of statements and communication campaigns are essential to good management of an organisation's reputation. Keeping statements ABC: accurate, brief and concise, ensures the audience better understanding of the organistion's goals. Economy of words alone however isn't enough.

Organisations also have to think of effective gestures and moves that signals the public towards the organisation's intended outcomes, much like the phatic greetings of day to day personal communication. We greet people with salutations and ask them about their day even when we couldn't care less because it allows the other party to gain the impression that we are friendly and interested. Sentiments that smoothen our interactions with the other person and get us closer to what we want from them.

Organisations need to think in a similar fashion, without forgetting to account for public distrust and skepticism, of course.

Public displays and gestures have to be made, even when they are not immediately effective efforts. A well thought out plan that facilitates public goodwill would more than pay for its costs in the long run.